About

USBank (Smart Rewards)

Led UX design and collaborated with parallel UX design leads, stakeholders, product managers, and developers to create USBank’s rewards dashboard experience.

Project objectives

Redesign the current Smart Rewards experience which currently customers find limited and confusing. Provide customers with a personalized comprehensive dashboard, showcasing all the benefits they are currently receiving, any benefits they could take advantage of, and reward tiers and their corresponding benefits.

Insights

Collaborating with research resources and conducting several phases of user testing, specific user findings were established. Utilizing these user insights help guide the creation of KPI features within the Smart Rewards dashboard.

How do Smart Reward tiers work?

Customers want to know how Smart Rewards saves them money and how much their benefits are saving them.

How to maximize my benefits?

Customers want to know what benefits they are missing out on, and how to obtain next level benefits.

How digital tools help me with my finances?

Customers want access to features like money tracker and credit score checker can help them save money.

What Rewards do I receive when I bundle products?

Customers want to know what cash-back rewards they get when bundling Checking, Saving and Credit Card accounts.

What fees are waived with Smart Rewards

Customers what to know and see how many fee’s they are getting waived, why and the money they saved.

Key results

Smart Rewards dashboard, projected to drive tens of thousands of new account openings and generate billions in new deposits through innovative design solutions and strategic workflow transformation. Educating and motivating customer how to maximize their benefits.

Content hierarchy

By understanding what reward information customers most prioritize when viewing their rewards dashboard. A specific approach was aligned on to meet the goals of both customers and stakeholders.

Native Responsiveness

Utilizing U.S. Bank Shield design system patterns to create mobile native iOS and Android corresponding dashboard experiences.

Smart Rewards dashboard

Making complex concepts easy to understand can be a challenging task. However, within U.S. Smart Rewards, understanding how customers perceive and delineate their rewards has provided valuable insights into how U.S. Bank's reward infrastructure can be clearly explained and explored. U.S. Bank’s reward structure consists of three main accounts: checking, savings, and credit card. Each account offers its own benefits, and when combined, they provide enhanced rewards and advantages for customers. Creating a product page that enables users to navigate to each account and learn more or quickly apply for the account has proven to be highly beneficial for both customers and U.S. Bank.

Smart Rewards product page

Making complex concepts easy to understand can be a challenging task. However, within U.S. Smart Rewards, understanding how customers perceive and delineate their rewards has provided valuable insights into how U.S. Bank's reward infrastructure can be clearly explained and explored. U.S. Bank’s reward structure consists of three main accounts: checking, savings, and credit card. Each account offers its own benefits, and when combined, they provide enhanced rewards and advantages for customers. Creating a product page that enables users to navigate to each account and learn more or quickly apply for the account has proven to be highly beneficial for both customers and U.S. Bank.

Smart Rewards tier page

The Smart Rewards tier page outlines the benefits associated with each reward tier, ranging from Bronze to Platinum Plus.

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About

About

USBank (Smart Rewards)

Led UX design and collaborated with parallel UX design leads, stakeholders, product managers, and developers to create USBank’s rewards dashboard experience.

Project objectives

Redesign the current Smart Rewards experience which currently customers find limited and confusing. Provide customers with a personalized comprehensive dashboard, showcasing all the benefits they are currently receiving, any benefits they could take advantage of, and reward tiers and their corresponding benefits.

Insights

Collaborating with research resources and conducting several phases of user testing, specific user findings were established. Utilizing these user insights help guide the creation of KPI features within the Smart Rewards dashboard.

How do Smart Reward tiers work?

Customers want to know how Smart Rewards saves them money and how much their benefits are saving them.

How to maximize my benefits?

Customers want to know what benefits they are missing out on, and how to obtain next level benefits.

How digital tools help me with my finances?

Customers want access to features like money tracker and credit score checker can help them save money.

What Rewards do I receive when I bundle products?

Customers want to know what cash-back rewards they get when bundling Checking, Saving and Credit Card accounts.

What fees are waived with Smart Rewards

Customers what to know and see how many fee’s they are getting waived, why and the money they saved.

Key results

Smart Rewards dashboard, projected to drive tens of thousands of new account openings and generate billions in new deposits through innovative design solutions and strategic workflow transformation. Educating and motivating customer how to maximize their benefits.

Content hierarchy

By understanding what reward information customers most prioritize when viewing their rewards dashboard. A specific approach was aligned on to meet the goals of both customers and stakeholders.

Native responsiveness

Utilizing U.S. Bank Shield design system patterns to create mobile native iOS and Android corresponding dashboard experiences.

Smart Rewards dashboard

The design intent behind U.S. Bank’s Smart Rewards dashboard was to place customer feedback at the forefront. This ensures that customers can easily view the most valuable information at a glance, while also having the option to explore specific benefits in greater detail. Giving customer quick and easy access to learn how to maximize their rewards or elevate their tier to unlock additional savings through new benefits.

Smart Rewards product page

Making complex concepts easy to understand can be a challenging task. However, within U.S. Smart Rewards, understanding how customers perceive and delineate their rewards has provided valuable insights into how U.S. Bank's reward infrastructure can be clearly explained and explored. U.S. Bank’s reward structure consists of three main accounts: checking, savings, and credit card. Each account offers its own benefits, and when combined, they provide enhanced rewards and advantages for customers. Creating a product page that enables users to navigate to each account and learn more or quickly apply for the account has proven to be highly beneficial for both customers and U.S. Bank.

Smart Rewards tier page

The Smart Rewards tier page outlines the benefits associated with each reward tier, ranging from Bronze to Platinum Plus.

↑

Back to top

LinkedIn

About

About

USBank (Smart Rewards)

Led UX design and collaborated with parallel UX design leads, stakeholders, product managers, and developers to create USBank’s rewards dashboard experience.

Project objectives

Redesign the current Smart Rewards experience which currently customers find limited and confusing. Provide customers with a personalized comprehensive dashboard, showcasing all the benefits they are currently receiving, any benefits they could take advantage of, and reward tiers and their corresponding benefits.

Insights

Collaborating with research resources and conducting several phases of user testing, specific user findings were established. Utilizing these user insights help guide the creation of KPI features within the Smart Rewards dashboard.

How do Smart Reward tiers work?

Customers want to know how Smart Rewards saves them money and how much their benefits are saving them.

How to maximize my benefits?

Customers want to know what benefits they are missing out on, and how to obtain next level benefits.

How digital tools help me with my finances?

Customers want access to features like money tracker and credit score checker can help them save money.

What Rewards do I receive when I bundle products?

Customers want to know what cash-back rewards they get when bundling Checking, Saving and Credit Card accounts.

What fees are waived with Smart Rewards

Customers what to know and see how many fee’s they are getting waived, why and the money they saved.

Key results

Smart Rewards dashboard, projected to drive tens of thousands of new account openings and generate billions in new deposits through innovative design solutions and strategic workflow transformation. Educating and motivating customer how to maximize their benefits.

Content hierarchy

By understanding what reward information customers most prioritize when viewing their rewards dashboard. A specific approach was aligned on to meet the goals of both customers and stakeholders.

Native responsiveness

Utilizing U.S. Bank Shield design system patterns to create mobile native iOS and Android corresponding dashboard experiences.

Smart Rewards dashboard

The design intent behind U.S. Bank’s Smart Rewards dashboard was to place customer feedback at the forefront. This ensures that customers can easily view the most valuable information at a glance, while also having the option to explore specific benefits in greater detail. Giving customer quick and easy access to learn how to maximize their rewards or elevate their tier to unlock additional savings through new benefits.

Smart Rewards product page

Making complex concepts easy to understand can be a challenging task. However, within U.S. Smart Rewards, understanding how customers perceive and delineate their rewards has provided valuable insights into how U.S. Bank's reward infrastructure can be clearly explained and explored. U.S. Bank’s reward structure consists of three main accounts: checking, savings, and credit card. Each account offers its own benefits, and when combined, they provide enhanced rewards and advantages for customers. Creating a product page that enables users to navigate to each account and learn more or quickly apply for the account has proven to be highly beneficial for both customers and U.S. Bank.

Smart Rewards tier page

The Smart Rewards tier page outlines the benefits associated with each reward tier, ranging from Bronze to Platinum Plus.

↑

Back to top

LinkedIn

About